Beauty and Personal Care Sector Continues Strong Growth in Turkey
NielsenIQ, the global leader in consumer intelligence, shared updated market data and consumer insights on the beauty and personal care sector. The data showed that this category delivered strong performance in both volume and turnover at a time when the global pace of price increases has been slowing, while Türkiye emerged as one of the strongest-growing markets in its region.
Global consumer intelligence leader NielsenIQ shared current market data and consumer insights on the beauty and personal care sector. The data reveals that this category is delivering strong performance in both volume and turnover during a period when the pace of price increases has slowed globally, and shows that Turkey has become one of the strongest-growing markets in its region.
"Beauty and personal care—the locomotive of growth"
Didem Şekerel Erdoğan, General Director of NielsenIQ Turkey and Vice President of E-Commerce for Eastern Europe, Middle East, Africa & India, noted that beauty and personal care stands out within fast-moving consumer goods.
Erdoğan stated, "While global fast-moving consumer goods growth stands at 3.3%, beauty and personal care leads among categories with 3.9% growth. We are seeing strong performance on both volume and turnover sides."
Consumer behavior and 10 major trends
Erdoğan outlined the main trends shaping the beauty sector under headings including value seeking, multichannel usage, at-home beauty applications, beauty technologies, content-driven consumption, holistic health, and Korean beauty approaches.
Noting that AI-powered search and shopping habits are coming to the fore, Erdoğan said, "Consumers are now using AI tools in their product search. Proper positioning by brands in this new digital visibility space is of critical importance."
Turkey's market shows strong growth
According to NielsenIQ data, beauty and personal care categories in Turkey are maintaining strong growth momentum. In 2025, perfume showed 41% growth by turnover, hair care 37%, cosmetics 35%, and skin care 32%.
Perfumeries continued with strong performance at 38% growth. The majority of consumers show particular interest in new products in perfume, deodorant, oral care, and hair care categories.
E-commerce growth draws attention
Beauty and personal care products' share in online sales is tracking above average. In 2025, online share in fast-moving consumer goods is 9%, while in personal care this ratio rose to 23%. In electrical personal care products, the online sales share reached 55%.
On the e-commerce side, the beauty category showed 51% growth; perfume recorded 67% growth, hair care 55%, makeup 53%, and skin care 50%.
At-home care and content-driven consumption take center stage
Consumers are turning toward at-home care applications instead of salon and beauty services. As use of at-home products grows in hair, skin, and personal care routines, cost savings and convenience move to the forefront.
76% of consumers regard product ingredients as an important criterion, with collagen and keratin among the most preferred ingredients.
New consumption trend: Preventive health
Beauty and personal care trends are also reflected in vitamins and supplement products. Vitamin D, vitamin C, and magnesium stand out among the most preferred supplements, and preventive health approaches are gaining strength.
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